Calvin Klein Taps into ’90s Nostalgia

A/W 25 saw Calvin Klein return to the runway under the creative direction of Veronica Leoni. While it tapped into the brand's '90s minimalism, this season's Mingyu campaign rehashes the brand's provocative DNA through suggestive displays of skin. The audacious Mark Wahlberg-style imagery is replaced by abs, arms, and pecs that hint at the full-on visuals of the ’90s but don’t go over the top.

In a world where we’re used to seeing people drop their clothes, covering up is different. Calvin Klein’s ’90s campaigns with teenage Kate Moss broke societal inhibitions, but now the all-out red carpet glamour of Bianca Censori has become commonplace. Hinting at nudity pushes the signature Calvin Klein sex appeal into the modern day.

For their return to the runway, CK filled their seats with a sea of TikTok and media stars. On a path to reclaim their ’90s stardom, Klein is reaching for a wide consumer base who aspire to accessible luxury. K-pop star Mingyu fits that well. Mingyu already has a firm seat in the fashion world, having shot covers for Vogue Korea, Esquire, and Perfect. Announced as a Dior Men's ambassador in the summer of last year, he’s also a long-term friend of Calvin Klein, having already done a campaign styling their monogram tee in June 2024.

'Effortless’ and ‘flawless’ are just some of the things that Calvin praises Mingyu for, and in this campaign, he is exactly that. For Spring 25, denim and logos are central. CALVIN KLEIN runs along the back of a white shirt in unmissable red capitals, while a not-so-small CK peeks out from the belt underneath. Maybe these pieces are simple, but they’re also lavish. With such big logos, a Calvin Klein wearer never goes unnoticed.